SPONSORSHIP

EXECUTIVE SUMMARY

CHEVROLET

GM brand
International growth
National sponsorship
with MLB
4 largest automotive
brand

Known for performance,

durability, value, and
innovative technology
Environmentally conscious
Volt
Digital connectivity
2015 Corvette
Family/community
oriented
Young drivers

CHEVROLET & THE MLB

Current Sponsorship
Official Vehicle of MLB
Presenting Sponsor:
Roberto Clemente Award
Ted Williams All-Star Game
MVP Award
World Series MVP Award
All-Star Game Red Carpet
Show

MLB themed commercials

All-Star FanFest Sponsor
Commitment to grow baseball in
communities

Potential Sponsorship

Target:

Young drivers
Tech Savvy
Digitally Connected
Community

Objectives
Brand awareness
Enhance reputation through
community initatives
Showcase technology
Category exclusivity
Build traffic to dealers

(Nielson, 2013)

(ESPN, 2014)

BENCHMARKING
Top MLB Attendance
(Avg. Home Game)
MLB regular season viewers are
continuing to get older with the 55+
audience comprising 50 percent of the
viewers (Nielson, 2013)

Overall Ranking
of Leagues
1.
2.
3.
4.

NHL (53.7)
MLB (60.8)
NBA (62.8)
NFL (68.3)

(ESPN Ultimate Standings, 2013)

1. LA Dodgers 46,695
2. St. Louis Cardinals 43,711
3. NY Yankees 42,520

Most Loyal Fan Bases

1. San Francisco Giants
2. St. Louis Cardinals
3. Boston Red Sox
Avg. fan 25 years old
322% MLB Fan
Cave Blog Viewership
in 2014

(Belaska, 2014)

SCARBOROUGH
Chevy Demographics

US adults 18-34 Index at 101 for owned or leased a Chevy

30.4% of adults who owned or leased a Chevy are 18-34 years old
19.99% of adults 18-34 years old owned or leased a Chevy
Adults18+ who have any college education indexed at 100
Adults 18+ who have any graduate education under indexed at 71
45.5% of adults 18+ who owned or leased a Chevy have any college
education
8.6% of adults 18+ who owned or leased a Chevy have any post graduate
education

SCARBOROUGH
MLB Demographics
Baseball from college, Minor League, and Major League are all under
indexing with adults 18-34 years old
26.6% of adults who are MLB fans are 18-34 years old
Adults 18+ who are college and graduate school educated are over
indexing at all levels of baseball

SCARBOROUGH
Chevrolet & MLB
All baseball levels over index with Chevrolet owners/lessees
Row% - 20.8% of adults 18+ who are MLB fans also owned or leased a
Chevy
33.3% of adults 18+ who owned or leased a Chevy are also fans of the
MLB

Element

Games Available
/Events Impressions

Number/
Frequency

%
Net
Viewable Impressions

CPM Value

Signage
Video ad on video board in
top 3 MLB stadiums - :30 sec
spots

81

123,970

50%

30,124,710

$30

$903,741

In Stadium static signage

81

123,970

50%

15,062,355

$100

$1,506,2236

Student Sweepstakes MLB

Fan Cave Facebook Posts

81

2,126,314

5%

51,669,430

$5

$258,347

Student Sweepstakes MLB

Fan Cave Twitter Posts

81

315,487

5%

7,66,334

$5

$38,332

On Site sign ups for

College/Grad Student will a
Chevy Sweepstakes - 3
stadiums every home game

81

123,970

15%

4,518,707

15%

$903,741

Ultimate Tailgate in top 3

MLB Stadiums - every home
game

81

123,970

20%

6,024,942

20%

$1,204,998

12

1,500,000

100%

18,000,000

$10

$180,000

Media

Experiential

Digital
MLB Fan Cave Partner Exclusive Vehicle Sponsor (1
year)

BUDGET

Total - $4,995,385

Thank you!